Expands audience for your offering
Whether your content marketing appears on your internal media, third-party media sites or social media sites, it extends your potential market reach. Even better, it can be enhanced with the use of social sharing to yield earned media impressions. Of course, this strategy yields the greatest savings when the content is self-hosted since it reduces the cost of third-party media.
For instance, retailer Stacks and Stacks leverages its blogto drive traffic and sell products. Its blog discusses organizational issues that are near and dear to customers. Where appropriate, they link to specific products.